Abstract

It is accepted today that children are growing up faster than in previous eras. Whether it is because children are exposed to much more than we (as adults) were because of television and media, or because they are more formally taught at schools from a younger age, is not really relevant to the marketer. What the marketer does need to know, however, is that the youth market has probably doubled in size over the last two decades because of this, and children, as young as three years old, have a voice that parents listen to and make buying decisions upon in most households.